This paper examines how professional athletes can optimize commercial revenues from endorsement and sponsorship agreements throughout their careers. We use athlete brand management, defined as the balancing of brand building and brand selling activities, to understand the dynamics of commercial...

Whether one looks at revenue, public and private investment, or media coverage; men's sports consistently do better than women's sports. Many people argue that these differences are driven by absolute differences in the quality of athletes in men's and women's sports. We begin by noting that...